Every year, new digital marketing challenges arise, changing consumption habits, behavior and consumption of information. Besides, agility is a rule in the "Tok Tok Tik Era".

In fact, the pandemic accelerated the advancement of technology and digital transformation, which had already begun in recent years. This is especially true in digital marketing.

According to a survey by Salesforce, more than 80% of marketers said the pandemic has changed the way brands reach their audiences, affecting their digital strategies. This is taken from the Global State of Marketing report.

Despite the uncertainty of the pandemic, marketers remain optimistic about their careers and the positive impact their work can have on society.

With that in mind, we've compiled digital marketing challenges for 2022.

Good reading!

1. Mobile marketing

Developing modern strategies would be impossible without considering mobile optimization.

It is estimated that tablets and smartphones account for 79% of all Internet traffic in Brazil. These numbers are expected to grow further until 2022, according to projections.

As a result, it is absolutely necessary to incorporate mobile marketing into the running of your business operations.

Sites that don't have a responsive design will almost certainly lose customers, and if you're spending money on online ads, it's critical that you start using them on mobile platforms as well.

Application usage is a trend that we've seen grow in recent years and will continue to grow at this rate in the year ahead.

Brazil ranks second in the world in terms of the number of applications used per month, just behind the United States. Clearly, companies that invest in apps will see an increase in the effectiveness of their Digital Marketing strategies. Learn more with Método Turbo Tráfego.

2. Video marketing

Another significant trend for 2022 is the incorporation of video (Video marketing) into digital marketing strategies.

Conversion rates can increase up to 80% when audiovisual content is included on landing pages, and click-through rates can increase up to 300% when using email marketing.

You can also create institutional pages on popular social media platforms like YouTube, Facebook, Instagram and Vimeo.

Create your strategy considering the channels that will best serve your target audience.

Finally, the most important thing to remember about videos is that they are extremely engaging and can help you delight your customers.

3. Artificial Intelligence

It's been a while since AI (Artificial Intelligence) stopped being science fiction and became our reality. Now it powers everything from navigation systems to space exploration robots.

And it was inevitable that Digital Marketing would use this resource. By 2022, artificial intelligence will be used more in marketing and customer service. Virtual attendants and chatbots, for example, have already started to incorporate voice capabilities.
Millions of homes will also have virtual assistants like Alexa and Google Home. This makes AI and voice recognition one of the biggest digital marketing challenges for 2022.

Finally, ad optimization is another example of communication AI. From Google to Facebook, he works to get campaigns to the right people.

4. Analysis and customer focus

By the year 2022, we will have a clear understanding of the importance of customer loyalty. Because, after all, any company that is not capable of surprising, meeting and exceeding its customers' expectations will end up out of business, losing relevance, profit and market share.

Due to the fact that this concept dictates, among other things, that the company must guide all its strategies to meet the needs of its customers, offering innovative solutions that go beyond the search for the consumer.

All of this with the aim of guaranteeing your loyalty and the continuity of this relationship with your company.

However, for this to be possible, it is essential to be familiar with your audience and its particularities. And the most effective way to do it, that is, through a user-centric search.

A quantitative study, for example, will result in a more comprehensive understanding of user behavior, allowing the identification of gaps, perceptions and consumption opportunities, as well as the identification of consumption opportunities.

While quantitative research will help specify the insights gained in the quantitative step, qualitative research will provide more support in prioritizing and focusing on the outcome.

5. More intensive monitoring

One of the great challenges of digital marketing for 2022 will be an increase in the time spent monitoring marketing campaigns, regardless of the platform used.
As well as monitoring users gradually will be more important to determine the conversion rate of digital marketing actions.

Therefore, now follow the user's trajectory from the research to the purchase or supply of a lead, in order to be able to know much more about their interests, needs and difficulties.

Finally, there are platforms such as tracking tags (Google Analytics and Facebook Pixel) every day become more accurate and easy to use, so it is necessary not to forget the opportunities that arise from the marketing actions of the most diverse channels.

6. Own management of online marketing

Taking control of your own online marketing will be one of the biggest challenges of digital marketing in 2022, as more and more companies realize the benefits of doing so while saving money and getting better results.

While due to the financial difficulties caused by the pandemic, many companies started their independent digital immersion process, forgoing agency support and taking responsibility for their own digital marketing.

7. Training on the rise

Primarily due to the numerous changes that have taken place recently, the need for more and more training in digital marketing will become increasingly necessary as the market becomes more competitive.

Amateurism and improvisation no longer have a place in this world. With increasingly sophisticated strategies and more complex tools, you will need to retrain regularly in order to stay competitive in the workplace.

Finally, what did you think of this article about Digital Marketing and the challenges for 2022? Read and learn from Formula Negócio Online. Comment below and share your opinion with us!